Content in the election campaigns

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April 29, 2017
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May 10, 2017

People think that content is just the words that people use on their website. Content is everywhere. It is in every email you send, every conversation you have and every communication. The upcoming General Election (and the local lections this week) are a great example of how content changes people’s perceptions and ideas. The two main parties are fighting a campaign that is often called a war of words. But what it is more than that is a way to get across their ideas and their differences. They need to appear that they offer something that the other doesn’t and this often ends up in radical statements that can’t always be backed up with the financials or, more pertinently, the actions if they win the election.

What the parties do with their words

Words are incredibly powerful, and the politicians have learned that over the years. Phrases such as ‘bedroom tax’ and ‘poll tax’ have gained massive popularity and significance to people. They are great ways that one party has been able to attack and undermine the other. Others such as ‘Labour isn’t working’ and ‘the nasty party’ have been used to great effect and are even attributed in places to winning elections, not just votes.

But the words that come out in headlines, soundbites and speeches don’t just happen. They are researched, planned and written in advance. They are crafted so they hit the spot, although you wouldn’t always know it by the way some things are delivered.

Lets take a look at the main content drive of the two main political parties that are expected to contest the election. Labour is pushing the mobilisation of their core supporters. They talk about the unfairness of society and how they can put things right with intervention. They want to combat this. Jeremy Corbyn often talks about ‘working for people’ and ‘people left behind’ and this will resonate with the voters that want change. The election of Donald Trump last year and the state of the current Presidential race in France show that there is a move away from the mainstream.

On the other hand, the Conservative Party has already been picked up by the media on their repeat use of the phrase ‘strong and stable’ and they use it because that is what they expect the public wants and needs. They have come into this election in a position of huge strength and want to push this home. The electorate don’t vote governments in – they vote governments out. The current state of the nation for the majority doesn’t prompt them to vote this government out. So they use their content to reinforce this view.

What does this mean to your content?

Your content should be planned in the same way, but delivered much better than a politician. If you have followers and customers then they want to hear from you. They want to hear what you are doing, why you are different and what you can do for them. Your potential customers have wants and needs that they need to be fulfilled. Your content explains to them how you fulfil this.

If you want to discuss your content then please get in touch. I am always happy to speak to people in the North East and beyond to see how I can help plan or write content.

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